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| Size doesn’t matter |
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| You don’t need to be big to work for the ‘big players’ – you just need to be good, argues Andrew Metcalf of Maxim, the Tunbridge Wells-based PR and marketing agency and IoD Kent marketing partner |
There’s the old adage that ‘quality will always show through’ and this is true of most, if not all, businesses. However, when you’re a small business, and according to Business Link 83% of Kent firms employ fewer than 10 people, the challenge is how to open the door to the larger companies.
In recent months we’ve been appointed by many major names, including the world’s largest proposed offshore wind farm; the world’s largest investor-owned power and gas company, as well as the UK’s largest commercial property company. Our success has been built on a combination of a longstanding track record, strong regional awareness and ultimately our ability to deliver results. Our credentials have been strengthened across the South East, through our work for the CBI, Royal Institution of Chartered Surveyors and Clydesdale Bank.
Filling a niche works for many, but can lead people to have a blinkered view on the full range of expertise a company can provide. Until we rebranded we were a case in point, known for our PR work, but not for our broader marketing expertise.
As a Kent agency we’ve always had a strong reputation for delivering PR. Increasingly our work within the public affairs arena on major investment projects has seen us develop websites, corporate literature and organise events.
So what should local companies do to grow their businesses? We would argue that they, like ourselves, need to shout a lot louder about what they do and what they have achieved, especially if they are to avoid contracts which they are better placed to deliver being grabbed by firms in London or elsewhere in the South East and beyond. Too often we come across companies that are beavering away, developing new technologies and leading the way, but are also hesitant when it comes to telling the world and so fail to get the recognition and financial reward they deserve.
Networking works for many companies, but it is essential that you don’t get dragged into attending every business breakfast or seminar. Be selective and take advice from peers on what groups deliver the people you want to meet: customers – from our perspective it’s the IoD and CBI. And then when you get the chance to meet the right person who has the necessary influence or buying power don’t be afraid to ask if you could quote or meet up later.
Recommendations and referrals remain the best sales tool and can often leave a company pushing at an open door. And when you’ve won the work and delivered it to the customer’s satisfaction, don’t forget to ask for a testimonial as these are powerful tools when it comes to future marketing. |
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